Didi Chuxing has officially launched a comprehensive restructuring and upgrade of its membership system. This overhaul focuses on three core adjustments: revising tier progression rules, expanding the scope of covered scenarios, and providing more benefits. Following the upgrade, the Didi membership program now encompasses six major categories with a total of 29 distinct privileges. These span ride-hailing benefits, designated driver services, station-related perks, external partnership privileges, exclusive offers, and other miscellaneous advantages.
Previous user research indicated that a majority of customers found a system where membership tiers are determined by actual spending to be more reasonable. In response to this feedback, Didi has refined its rules, transitioning from a "mileage points" model to a "growth value" accumulation system. This growth value is calculated based on a combination of the actual amount paid and specific category coefficients. Additionally, aligning with typical user travel patterns, the platform has extended the membership assessment period from three months to a full year. This change effectively mitigates tier fluctuations caused by temporary reductions in travel frequency. The new system also retains an "instant upgrade mechanism," allowing for real-time tier advancement within a calendar month once the required growth value threshold is met.
The scenarios for accumulating growth value have been significantly expanded post-upgrade. Beyond the original online car-hailing services, consumption in various other scenarios now contributes to membership growth. These include designated driver services, carpooling, local taxi services in Hong Kong, station buses, and overseas travel arrangements.
In recent surveys, thousands of users expressed a desire for birthday-related perks within the Didi membership. To meet this expectation, the program has introduced exclusive birthday privileges. The birthday gift offering is available to members at V1 tier and above. For users with designated driver needs, new exclusive benefits have been added for V5 to V8 tier members. These include complimentary waiting time for drivers, compensation for slow driver arrival, and free dispatch services.
Cross-industry partnership collaborations continue to deepen. Didi Membership has teamed up with Haidilao Hot Pot to offer exclusive benefits. V5 and V6 members now have access to exchange for Haidilao's "Silver Sea" membership privileges, while V7 and V8 members can still enjoy the "Gold Sea" and "Black Sea" tier benefits. Furthermore, popular and well-received existing benefits such as Priority Response, fee waivers, monthly coupon distributions, and airport lounge access remain fully intact within the upgraded program.
According to data from Didi, from May of last year to the present, members have utilized the "Priority Response" benefit nearly 30 million times. Among V7 and V8 tier members, eight out of every ten have used this feature. Hundreds of thousands of members have claimed and used the "Free Qingju Bike Rides" benefit. To date, over 100,000 members have shared gift cards with friends. The cumulative redemption count for partnership benefits with brands like Haidilao, Atour, Huazhu Group, and Hilton has surpassed 4 million instances.
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